Situation:
In the world of fundraising, breaking through the influx of donation requests is a formidable challenge. Faced with this obstacle, a local private religious school sought to expand its donor base and tap into new community support. Instead of relying on a single channel strategy, the school made a strategic decision to incorporate direct mail with digital channels into their marketing efforts in order to enhance their visibility. With a target of raising $100,000, the school was determined to embrace a more comprehensive marketing approach to meeting its fundraising goals.
Campaign Objectives:
- Stimulate donor awareness
- Increase name/messaging recognition with donors
- Connect with existing donors and potential new donors
- Connect digital channels with direct mail
Solution:
Implement an omnichannel marketing campaign utilizing Think Patented’s Mail360 Plus program to enhance messaging efforts. This program enhances awareness by integrating direct mail with social media networks and the Google Display Network. It also utilizes Geotargeting to engage new donors, while also employing traditional marketing strategies to maintain connections with existing and older donors.
The following is information and statistical data from the campaign:
- One direct mail piece was mailed to previous donors.
- Social Media ads were displayed to previous donors for 4 days prior to recieving the direct mail.
- A USPS Informed Delivery email included a full-color, interactive ad, driving donors directly to the donation website page.
- New donor demographics were used to identify potential new donors within a predetermined geographic area.
- With Think Patented’s Geotargeting and Online Follow-Up campaign accelerator, relevant online traffic was identified, and digital ads were displayed to this audience a total of 45,503 times.
- Through the SocialMedia Follow-up, 9,583 ads were displayed.
- SocialMatch sent online ads to all the previous donors with Facebook or Instagram accounts, directing them back to the candidate’s website. A total of 3,100 ads were displayed reaching 1,759 previous donors.
End Results:
- 34.3x increase in impressions over traditional direct mail
- 60,310 views by potential donors
- 31% increase in donors
- 46% increase in new $$ dollars
- $171,000 total dollars raised
- 3,647% ROI
Attracting new donors is a difficult situation in today’s environment. Mail360 Plus solved this by including up to 11 different channels in a campaign. And allows fundraisers to add digital channels along with direct mail to increase their message reach and successfully get new donors.
The client was most pleased with the results of this campaign and the minimal involvement required by their staff due to the program’s automation features.
“It was impressive that even with the limited mailing distribution, we were able to generate a solid return of leads / clicks above industry standards”
Customer
About Mail360:
Mail360 is an advanced, automated marketing-based solution that is designed to seamlessly track the effectiveness of your direct mail campaigns. It enhances the results through the integration of digital platforms like Facebook and Instagram.
With Mail360 you can combine your direct mail promotion with digital marketing reinforcement to increase your results by double digits or more. Why Mail360 Plus?
- Best Utilization of Direct Mail and Digital Platforms
- Seamless Tracking
- Higher Results
- Increased Market Exposure